Dr Pepper: Channel the Rewards

How does Dr Pepper grow its market share at twice the rate of competitive companies? The answer is by pulling as well as pushing.

"A manufacturer that only thinks about pushing product into the marketplace is shortsighted and ultimately doomed," says John Farrell, senior director of channel marketing for Carlson Marketing Group. "Companies have to be concerned about helping the dealer to move product all the way through the pipeline."

That's how it works at Dr Pepper, where th

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